McLaren Racing has agreed a multi-year regional deal for EBay to become an official partner of its Formula One team.
Contract:
- EBay branding will be present at four Grands Prix this season: Miami, Silverstone, Austin, and Las Vegas
- Company logo will be visible on the driver headrests on the cars of Lando Norris and Oscar Piastri
Context:
The Woking-based outfit’s sponsorship push continues, as EBay becomes the 52nd partner officially listed on the team’s website. This is a staggering number of partnerships for a team that has seen its commercial fortunes transformed under the leadership of chief executive Zak Brown.
Don’t be surprised to see an emphasis on regional deals moving forward. Inventory is already at capacity on the papaya cars of McLaren, so brands are much more likely to target select races to maximise their visibility and return on investment.
This trend is already evident with Formula One itself. The series has a number of global partnerships so has shifted into more regional deals, adding American Express in the Americas and McDonald’s in Latin America to similar deals with 188Bet, Liqui Moly and Workday.
Comment:
“McLaren Racing and EBay have a great synergy with both brands having a commitment to a passionate community of followers. We look forward to going racing with world’s most iconic online marketplace,” said Brown.
“As global brands, the partnership will enable both McLaren Racing and EBay to reach new audiences through unique story-telling opportunities with their respective fans and customers around the world, with a focus on community, individuality and passion.”
Coming next:
EBay will be visible on the cars for the first time at this weekend’s Miami Grand Prix, taking place from 3rd to 5th May.
Go deeper:
- Inside the deal: How McLaren Racing hope their partnership with OKX can buck the crypto trend
- Claire Williams exclusive interview: Why she misses F1, watching Williams from afar, and providing opportunities for women
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